American Airmen Site
OBJECTIVE
Partner with GSD&M to design and launch an engaging recruitment tool by demonstrating the impressive history and innovative future of the United States Air Force.
SOLUTION
Visually narrate the stories of American Airmen that have gone beyond expectations and broken barriers.
BARRIER BREAKERS
American Airmen: Telling their stories
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We conducted in category and cross category research to help facilitate the Air Force brand attributes of courage, honor, and excellence. Our initial visual inspiration was dramatic, sophisticated, and geometric to visually portray these characteristics.
CRAFTING THE PROPOSAL
Incredible stories – immersive storytelling
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We developed a creative proposal establishing a sophisticated look and feel around preliminary content.
Dramatic photography, animated infographics, and interactive features helped engage the user throughout the story.
PREPARING FOR LAUNCH
Twelve stories demonstrating bravery, innovation, and accomplishments
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Some stories center around specific Airmen that have demonstrated excellence while others highlight high stake missions or technological innovations.
While some stories have videos to vary content others utilized interactive modules. The X-Craft Dial allows the user to take an active role in exploring the story, by selecting different aircraft to reveal more information.
